As a small company, you need to be concerned with attracting your target market to your brand. If you can distinguish your product or service from the competition, you will be ahead of the game. And you may even win over some customers from the larger competitors.
Having a recognizable brand doesn’t necessarily mean that your business will be universally known. It simply means that you are increasing your chance to compete successfully for attention and market share in the appropriate space. It doesn’t take an expensive global advertising campaign to brand your business.
First of all, identify your target market. Without knowing who your customers are and what their likes and dislikes are, your branding efforts will be in vain. Informal surveys, focus groups, magazines such as American Demographics, census information, and research reports can all be helpful in determining your niche. In addition, trade magazines for your industry may point you in the right direction.
Once you have identified your target market, remember that customers are bombarded by ads and brands, and it is virtually impossible for them to distinguish among all the messages. As a result, you need to cut through the noise. Differentiation is key for any product or service. A name, logo and domain name are the obvious and necessary steps in creating a brand message that will set you apart from the competition.
You can either work independently to come up with a logo and name or you can work with a branding consultant to come up with a package containing logo, brand, tagline, and so on.
Branding can be a time-consuming process that requires a lot of patience waiting for your efforts to come into fruition. Don’t be tempted to tinker constantly with your brand. Instead, work on getting your name out there. As a result, you may find customers that appreciate your attention to detail and your personalized service.
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